More than a decade after famed Chef Daniel Bouloud unveiled the db burger (sirloin stuffed with braised short ribs and foie gras on a Parmesan bun), the August 2012 Better Burgers Market Intelligence Report from foodservice industry consultancy Technomic reveals that “burgers are one of the hottest trends on today’s dining scene.”
Of the 2,250
U.S. and Canadian consumers surveyed in the report, an estimated 44% eat a
burger at least once a week. The data also indicates that the
‘better burger’ trend isn’t going away anytime soon.
The 2012 statistics, combined with data from their 2011 Burger Consumer Trend
Report, lends credence to three “izations,” forecasted in Nation’s Restaurant News as drivers of 2012 dining trends:
premiumization, customization and miniaturization. These days, lamb burgers have become almost as
prevalent as their beef counterparts (Down Under, they’re now on the menu at
McDonald’s). If their relationship to the Technomic data and these trends are any indication, the future looks bright for Australian
Lamb.
Key Trend: Premiumization
From fast-casual venues to full-service
restaurants, customers are seeking superior quality— and a significant majority (75%) of survey
respondents ranked meat quality and taste as the single most important burger
component. The 2012 data also piggybacks on Technomic’s 2011 Burger Consumer
Trend report, where 45% of customers said it was important that their burger
patty also be hormone and antibiotic-free.
Key Trend: Customization
Consumers
want to be able to choose their burger toppings, and they’re looking for more
than just lettuce, tomato and cheese. High-quality burger patties that can
support a range of beyond-the-norm toppings and condiments are increasingly
important.
The desire for customization and more adventurous burgers also synchs with a
growing interest in global flavors. Mild-flavored burger meats that lend
themselves to a wide variety of spices and seasonings from different cuisines
(such as Mediterranean and Moroccan) will also appeal to curious palates, and
help drive menu diversity.
Key Trend: Miniaturization
More than half of survey respondents indicated that they’d like restaurants to offer a range of burger sizes, from sliders to half-pound patties. 20% of survey respondents listed portion size as their most important attribute, when choosing a burger.
The desire for smaller burgers in particular can be linked to healthy lifestyle goals, as many diners equate smaller portions with healthier eating. Smaller portion sizes in tandem with leaner, nutrient-dense burger patties (that also don’t skimp on flavor) are well positioned to be popular with a growing number of health-conscious diners.